Erik Torstensson: 7 Facts About the FRAME Co-Founder
Erik Torstensson: 7 Facts About the FRAME Co-Founder
When you think of the perfect pair of jeans, the name FRAME likely comes to mind. But who is the visionary behind the brand that seamlessly blends Los Angeles cool with a London edge? Erik Torstensson, a Swedish creative powerhouse, is one-half of the duo that revolutionized the denim industry. Alongside his business partner Jens Grede, he built an empire that extends far beyond denim into a full-fledged lifestyle brand. Torstensson’s journey from a small town in Sweden to the pinnacle of fashion is a masterclass in branding, creative direction, and entrepreneurial spirit. Ready to learn more? Here are seven fascinating facts about Erik Torstensson.
1. He Hails from Sweden and Began His Career at Wallpaper*
Born and raised in a small town outside Stockholm, Sweden, Erik Torstensson developed an eye for design and aesthetics early on. His ambition took him to London, where he landed a pivotal role at the influential design and lifestyle magazine, Wallpaper*. It was here that he honed his skills and built an impressive network.
Working as the Art Director, Torstensson was immersed in a world of high-end design, architecture, and fashion. This experience was instrumental in shaping his creative vision and understanding of what resonates with a sophisticated global audience. It was also at Wallpaper* where his professional relationship with future business partner Jens Grede truly solidified, laying the groundwork for their future ventures.
2. He Co-Founded FRAME with His Childhood Friend
The story of FRAME is also the story of a lifelong friendship. Erik Torstensson and Jens Grede have known each other since they were children in Sweden. Their shared background and creative synergy became the foundation of their business partnership. In 2012, they decided to channel their collective expertise into creating the perfect pair of jeans.
They launched FRAME with a single style: the “Le Skinny de Jeanne.” The goal was to create a jean that combined the quality and heritage of Los Angeles denim manufacturing with a chic, European aesthetic. The brand was an instant success, quickly gaining a cult following among models, celebrities, and fashion editors. The partnership works because, as Torstensson has noted, they share the same core values but bring different strengths to the table, creating a balanced and dynamic leadership team.
3. Erik Torstensson is an Acclaimed Photographer
Beyond his role as a brand builder and entrepreneur, Erik Torstensson is a highly respected photographer and creative director. He is often the eye behind the lens for FRAME’s iconic advertising campaigns. His photography style is clean, intimate, and effortlessly cool, perfectly capturing the brand’s ethos.
He has photographed some of the world’s most famous faces, including supermodels like Gisele Bündchen, Karlie Kloss, and Lara Stone. This dual role gives him an unparalleled level of creative control, ensuring that the brand’s visual identity remains consistent and authentic from product design to marketing. His hands-on approach is a key reason why FRAME’s imagery feels so personal and powerful.
4. He Also Co-Founded the Creative Agency The Saturday Group
Long before FRAME became a household name, Torstensson and Grede founded The Saturday Group in 2003. This multi-platform creative agency was their first major business venture together. The agency provides a wide range of services, including branding, advertising, content creation, and digital strategy for some of the biggest names in fashion and luxury.
The Saturday Group has worked with iconic brands like Calvin Klein, H&M, and Tory Burch. This experience gave Torstensson an insider’s view of what makes a brand successful in the modern marketplace. The lessons learned from running a top-tier creative agency were directly applied to the launch and growth of FRAME, giving them a significant competitive advantage. You can learn more about their work on the official Saturday Group website.
5. His Partner is Net-a-Porter Founder Natalie Massenet
Erik Torstensson’s personal life is just as high-profile as his professional one. He is in a long-term relationship with Dame Natalie Massenet, the visionary founder of the luxury e-commerce giant, Net-a-Porter. Together, they are one of the fashion industry’s ultimate power couples, with an incredible sphere of influence.
Their combined expertise covers nearly every facet of the modern fashion landscape, from digital retail and branding to product design and creative direction. They share children and often collaborate on business ventures, including investing in emerging brands. This partnership provides Erik Torstensson with a unique perspective on the intersection of commerce, content, and technology.
6. FRAME Was Never Just About Denim
While FRAME burst onto the scene with its perfect-fit denim, the vision for the brand was always much broader. Torstensson and Grede aimed to build a complete wardrobe for the modern woman (and later, man). From the beginning, they saw denim as the “frame” of a look, which could be built upon with other essential pieces.
Today, the brand offers a full range of ready-to-wear clothing, including luxe cashmere sweaters, tailored blazers, silk blouses, leather goods, and accessories. This strategic expansion transformed FRAME from a denim-focused label into a comprehensive lifestyle brand. As Torstensson puts it, the goal is to provide “the pieces that you’ll build your wardrobe around,” a philosophy that has driven the brand’s successful evolution.
7. He Believes in the Power of a Physical Store
In an increasingly digital world, Erik Torstensson remains a firm believer in the importance of physical retail. He sees brick-and-mortar stores not just as points of sale but as crucial touchpoints for brand storytelling and community building. Each FRAME store is meticulously designed to reflect the brand’s aesthetic, offering customers an immersive experience that e-commerce cannot replicate.
Torstensson views the stores as “clubhouses” for the brand, where customers can interact with the product, receive styling advice, and truly understand the FRAME lifestyle. This omnichannel approach, which seamlessly integrates online and offline experiences, has been vital to the brand’s enduring success and its ability to foster a loyal customer base. For Erik Torstensson, the future of retail isn’t just online; it’s a thoughtful combination of both digital convenience and physical connection.
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